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Exploring social media with google .cv01

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  • 1. Exploring Social Media with Google Prepared by: Samantha Chen, Regional Business Acquisition Manager Google Southeast AsiaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  • 2. Singaporeans’ Media ConsumptionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 2
  • 3. Singaporeans are an online community Average weekly hours for different media activities Internet 25.0 Broadcast TV 12.0 Radio (not via the internet) 7.5 Internet via mobile 7.4 TV shows or movies from unofficial sources 6.8 Digital Radio stream via the internet 6.8 Online games on a PC Singaporean 6.0 Recorded TV 5.7 spend more time Newspaper 5.0 on the internet Offline games on a PC 4.6 than watching Official TV on-demand or ‘catch up TV’ 4.5 broadcast TV Video on mobile phone 4.3 Offline games on a console 4.3 Online games on a console 3.8 Magazine 3.0 0 5 10 15 20 25 30 Base: All digital Singaporeans 15+ (n=1,066) HoursPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 4. 71% 57% 53% general updates/info offers and exclusive info deals Motivations for connecting with brands on social networks 45% 22% 20% entertainment / to ask to have a interest questions conversation Base: Digital consumers 15+ who have connected with brands / organisations via a social networkPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 5. Social Media Lifecycle Attention Interest Emotional OwnershipPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 6. Phase 1: Awareness & Interest Google Search & DisplayPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 6
  • 7. Google Social Media Strategy: Phase 1: Attention & Interest YouTube Masthead Search Engine Attention Interest Emotional Ownership Appear on WebsitesPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 8. Google Search : Information Centric prevent drug abusePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 8
  • 9. Display: Target Sites of InterestPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 10. Phase 2: Emotion & Engagement YouTubePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 10 Google Confidential PDFCompressor
  • 11. Google Social Media Strategy YouTube Brand Channel Attention Interest Emotional Ownership Videos on YouTube Google+ PagePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 12. The Youtube Singapore Community is big The  Numbers    -­‐  Singapore   Each month in Singapore 2.3 Million Unique Viewers watch videos on YT each month. 60 % reach of the online population 4.4 Minute average session for each video 5.2 hours of YouTube consumed by each viewer over a month  11.3  - Average  visits  per  visitor   Source: Comscore July 2011 Source: ComScore July 2011PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONConfidential and Proprietary Google PDFCompressor Google Confidential and Proprietary
  • 13. Singapore YouTube DemographicsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 14. Capture  your  audience  throughout  their  YouTube   Journey  PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 15. Ad Formats Rich Media Video Ads Display Ads Masthead   Standard  banner   Promoted  Videos   TrueView  in-­‐search   TrueView  in-­‐slate   Standard  YTVA   In-­‐Stream   TrueView  in-­‐stream   TrueView  in-­‐display   In-­‐Video  PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 16. 1. HOMEPAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  • 17. YouTube MastheadPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 18. Case Study 1: SharpiePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 19. Case Study 2: Michael Jackson Wii GamePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 20. Case  Study  3  :  Launch  Day  Masthead  !  SingTel   ~800,000 Unique Users: 27% reach on a single day 1.4M impressions: ~2 impressions/visitorPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 21. 2. SEARCH PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  • 22. YouTube  Search  Page  -­‐  Banners   Use  the  Search  Page  for  your  Rich  Media  crea5ve  for  a  high   reach  placement   OVERVIEW •  MPU can be a standard image, Flash, Rich Media or Video •  Can run of YouTube search pages or YouTube watch pages BEST PRACTICE •  Have the ad click through to your Brand Channel •  Sell the benefits of your channel (more videos, interaction possibilities, prizes etc) •  Standard Med Rec - 300x250PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 23. YouTube  Search  Page  –  Promoted  Videos  PDF 23 Google ConfidentialOCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary compression, and Proprietary Google Confidential PDFCompressor
  • 24. 3. WATCH PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  • 25. YouTube Watch Page - InVideo Ads OVERVIEW •  Ad will be seen by YouTube users as they watch video content within the relevant categories • An InVideo ad can be a Text or Display overlay • Optional companion banner recommended BEST PRACTICE •  Use the companion banner to link through to your channel with clear directional messaging •  Have the InVideo ad click through to your channelPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 26. YouTube Watch Page - Pre Roll Ads OVERVIEW •  Amazing  reach   •  Highly  engaging,  highly  visible   •  Can  be  Pre  Roll  Recommended  to  use   the  opGonal  companion  banner   •  15  second  pre  roll  ad  appears  before   video  play  +  300x60  companion  ad   (staGc  or  flash)   BEST PRACTICE •  Use  the  companion  banner  to  link   through  to  your  Brand  Channel  with   clear  direcGonal  messaging   •  Have  the  Pre  Roll  Ad  click  through  to     your  channel   •  Why  not  tell  people  in  your  ad  that   they  can  watch  more  videos  on  your   channel?    PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 27. Standard  Banner  Ad   300x250 AD SPEC:  300x250 AD FUNCTIONALITY:  Static image or rich mediaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 28. 4. BRAND CHANNEL PAGE PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONandProprietary PDFCompressor Google Confidential and Proprietary Google Confidential
  • 29. One-Stop Platform for Social MediaPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 30. Live News Feed from Social NetworksPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 31. Capture their Attention with MimicryPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 32. Hook & Entertain with interactive thematic gamesPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 33. Expand your Community – Video & Image UploadsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 34. Sentiment Collection with SurveysPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 35. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 36. Rally and Connect – People & PlatformsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 36 Google Confidential PDFCompressor
  • 37. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 38. Engage with “Live Stream” (events, interviews)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 39. Case Study: US Government More than 150 federal agencies have YouTube Channels PDFCompressor39PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential
  • 40. Your Life – shared on the Web Google+PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 40 Google Confidential PDFCompressor
  • 41. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 42. Google+ : real life sharing, rethought for the web circles hangouts mobile share what say hello, share what’s around when matters face-to- you’re on the go with the people face- who to-face matter mostPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 43. google+ pages your google+ page is the centerpiece of your presence on google+PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 43 Google confidential
  • 44. a single home for your +1 s • +1 count/button: • this includes +1 s directly on your page, as well as any +1 s on buttons that point to your website s url* *verification code installation requiredPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 44 Google confidential
  • 45. Ripples: watch how posts get shared (coming soon)PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 45 Google confidential
  • 46. Hangouts! President Barack Obama Hosts a HangoutPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 46 Google confidential
  • 47. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor 47 Google confidential
  • 48. Track and Measure CampaignsPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 48 Google Confidential PDFCompressor
  • 49. Evaluate Campaign Success •  Google Analytics: free analytics and reporting for websites What are consumers doing on my website? And why? How are users engaging with my site? How can I make my marketing campaigns accountable? Am I spending money to create effective content? How do I improve the user experience? www.google.com/ analytics 49PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 50. Leverage the World s Largest Focus Group YouTube Insight Track online video viewership using YouTube s analytics and reporting tool. Insight provides video-level data that helps you understand your audience: the who, what, when, where, and how people came to watch your videos. Optimize your campaigns by measuring and analyzing: Views and Popularity Discovery Demographics Community Engagement Audience AttentionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 50 Google Confidential PDFCompressor
  • 51. Did My Campaign Have Impact? Also Ask Search. OctoberPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 51 Google Confidential PDFCompressor
  • 52. The Google Social SolutionPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 52 Google Confidential PDFCompressor
  • 53. Putting it all Together Engagement Facebook YouTube Brand Viral Video Chanel Events YouTube YouTube Google+ Videos Masthead Radio Website Broadcast Active Stakeholder (1-way) (2-way) Display Network PR Remarketing Search AdMob Newspapers InformationPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 54. Google Social Media Strategy YouTube Masthead Search Engine YouTube Brand Channel Attention Interest Emotional Ownership Appear on Websites Videos on YouTube Google+ PagePDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 55. What’s Next? Google Social SearchPDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 55 Google Confidential PDFCompressor
  • 56. PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary Google Confidential PDFCompressor
  • 57. Questions? Thank you!PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISIONand Proprietary 57 Google Confidential PDFCompressor